Yandex Ads
Brand Guide

Welcome to the Yandex Ads Brand Portal! A place where you can find all tools and assets required for creating brand materials

Logo

Main versions of the logo and rules for their use
Assets
Guidelines

Typography

Fonts, usage, styles
Assets
Guidelines
Brand fonts
For headings and accents, we use YS Compressed Heavy in uppercase, with certain words highlighted in Heavy Italic. For body text — YS Text.
Brand fonts
For headings and accents, we use Noto Sans SC in uppercase.
For body text — Noto Sans SC.
Brand fonts
For headings and accents, we use Noto Sans Thai Condensed in uppercase.
For body text — Noto Sans Thai.
Brand fonts
For headings and accents, we use Noto Sans KR in uppercase.
For body text — Noto Sans KR.
Fonts are provided upon request, please contact your manager
Letter / line spacing
By default, in all layouts except for the web, use 86% line spacing and -1% letter spacing for headings, and 120% line spacing and 0% letter spacing for body text
Typography Hierarchy
Hero YS Compressed
Heavy, Heavy Italic.
Uppercase
Line spacing 86%
Business Solutions
Tittle1 YS Compressed
Heavy, Heavy Italic.
Uppercase
Line spacing 92%
Advertising Labeling: the most important
Tittle2 YS Text Medium Line spacing 120%
How a business can evaluate the results of advertising campaigns
Tittle3 YS Text Medium Line spacing 120%
Adfox will assist with the publication and labeling of direct advertising in Telegram channels
Body YS Text Regular, Medium, Bold Line spacing 120%
In strategies, you can now set a budget for a specific period. This setting will help flexibly control expenses and make managing flight advertising campaigns more convenient.
Text switch
For layout, we use left alignment, sometimes center alignment,
and never right alignment
Rules for emphasizing accents in text
Italics can be used to highlight 1-2 words. Do not write headings in italics only
and do not use italics in multi-level headings.
Do
Highlight 1-2 words in italic font
A noticeable headline
with emphasis
Highlight 1-2 words
A noticeable headline
with emphasis
Multilevel headings look more readable with a single typeface
A prominent large headline with emphasis
in the form of an 
italicized word
AND DESCRIPTION
Maintain contrast
A noticeable headline with emphasis
Don’t
Do not write everything
in italic font
A prominent headline with emphasis
Do not highlight the entire phrase in color
A noticeable headline with emphasis
Do not mix italic and regular font styles in multi-level headings
A prominent large headline with emphasis in the form of an 
italicized word AND DESCRIPTION
Do not paint the color lime on a light background
A noticeable headline
with emphasis

Color Palette

Assets
Guidelines
Primary colors
Used for backgrounds, large fills, panels, and typography.
0F141E
191E28
5A6989
C3CDE1
LIGHT GREY
EBEFF5
0F0055
3700F0
ULTRAMARINE
4B3CFF
B4C3FF
E6EBFF
230055
5A00D2
ELECTRIC VIOLET
7D32FF
D7BEFF
F0EBFF
94A100
B4C400
LIME
E1FA00
E8FF75
F2FFC8
Extended palette
Used when more shades are needed, for example, in the interface.
Cool Gray
191E28
374159
4A5774
5A6989
7282A2
90A0BC
A0AFC8
C3CDE1
D8DEEA
EBEFF5
Electric Violet
230055
320082
4600AF
5A00D2
7300FF
7D32FF
9B5FFF
B98CFF
D7BEFF
F0EBFF
Ultramarine
0F0055
0F0073
1E0096
2D00BE
3700F0
4B3CFF
6473FF
8C9BFF
B4C3FF
E6EBFF
Additional colors
Used in very small percentages compared to the primary colors, in cases where more shades are needed, for example, in infographics.
00464B
006469
009191
00B4B4
00D7DC
Cool Gray
00FAFF
5AFAFF
8CFAFF
BEFFFF
DCFFFF
00463C
006E5A
00967D
00BEA5
00EBC3
Sea Green
32FFDC
69FFE6
96FFEB
BEFFF0
E1FFF5
550032
820046
AF005A
CD0069
FF0F87
Rose Bonbon
FF3296
FF64B4
FF91C8
FFB9E1
FFE6F5
550023
820032
AA0037
C80041
FA0055
Amaranth
FF326E
FF6496
FF8CAF
FFBED7
FFEBF0
5A1400
821E00
A52800
D74100
FF5F23
Coral
FF825A
FFA082
FFB9A5
FFD7C8
FFEBE1
Offline palette
The same color can look different on different materials. Consider the material characteristics and choose color shades accordingly. By default, Pantone is used.
black
CMYK 60.50.50.100
PANTONE Black C
white
Ultramarine + Electric Violet
CMYK 80.70.0.0
PANTONE 2726 °C
Lime
Large-format printing
CMYK 13.0.82.0

Digital and offset printing on paper
CMYK 10.0.85.0
PANTONE 387 °C

Digital and offset printing with lamination
CMYK 7.0.85.0
PANTONE 387 °C

3D Graphics

We use abstract volumetric shapes and materials to create expressive visual metaphors. The style helps convey ideas and complex concepts through form, light, and texture, while maintaining a modern technological perception.
Assets
Guidelines
Glass
Soft touch
Principles of 3D illustrations
Technologicality
We simplify the complex. We explain the structure of digital processes and abstract systems through concise forms. Use understandable physical metaphors—attraction, connection of elements, transparency, or nesting—to visually demonstrate the mechanics of product interaction.
Metaphoricity
We illustrate complex concepts, entities, and interactions with simple abstract forms. 3D plays a supportive role and focuses the user’s attention on the topic rather than deciphering typical illustrations.
Impactfulness
Visual depth and premium quality are achieved through the aesthetics of materials: high-quality textures, complex light physics, and reflections.
Use large cropping
Do
Don’t
Dont’s
3D style is intended for abstract objects and metaphors. We do not use it for generating realistic items, products, or specific objects.
Do not scale down the 3D object so much that it fits entirely on the layout.
Avoid blurriness and lack of detailed textures.
Avoid the puzzle effect and an abundance of static objects.
Do not use overly «faceted» and fragmented objects.

Brand character

Assets
Guidelines
Yandex Ads’ Manul
Yandex Ads’ international brand mascot — wise blue feline, a guide through the digital ecosystem. Bringing good fortune and profitable growth to businesses.
Rules
Do
Manul handles loyalty-related communications best: social media, PR, events, and community engagement.

Use character’s brand as a guide, host, or storyteller, explaining innovations, markets, and opportunities.
Don’t
Don’t use it to share product information
(technical updates, reports, complex specifications)

Don’t advertise excessively, manul is not a mascot for hard sales, but a voice of research and trust.
Complete guide to brand character
New poses and angles of the cat
Gemini 3 (Nano Banana Pro)
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Prompt
[the background color, the cat’s position, and its actions], 3D-animated, plump blue cat with dark tiger stripes across six angles against a black background. It has large teal eyes, the eyes consist only of the pupil and the white of the eye without the iris, a clear outline of the black pupil, a pink nose, pink paw pads and short black claws. High-contrast lighting features a bright yellow-green rim light on the right and blue on the left, emphasizing its highly textured, realistic fur, do not make a collage or layout of the character from different angles, keep the proportions of the cat’s body and muzzle based on the reference, don’t make an extra green iris around the pupil
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The eyes should be without an iris
The pads of a cat’s paws should be pink

Icons

Accent and system icons
Assets
Guidelines
Accent icons
They serve an illustrative function and can be used
as an independent decorative element.
System icons
They are used to denote functional elements and support
the meaningful structure of communication.
The role of the icon in composition
The background works as an abstract backdrop — the rhythm and shape are important, not the recognizability.
The illustration is a tightly cropped icon that hints at the context.
Navigation — the icon supports the content and helps to reveal the context.
Typographic composition enhances meaning and functions as a separate visual technique.
Usage rules
Do not form words consisting
of more than three letters.
Do not create a pattern from icons.
Do not use different sizes of icons
in the same layout.
Do not create puzzles by embedding
complex meanings into icons.

Photos

Two photography styles — a unified visual system. Both photo styles combine modern heroes, a natural presentation, and a technological atmosphere. They differ in mood and are used for different communication tasks.
Assets
Guidelines
Light photo style
Light shots are used for everyday communication with a wide audience, where it is important to convey the brand’s accessibility, energy, and humanity.
Dark photo style
An expressive contrasting style is used when it is necessary to emphasize status, character, and enhance the emotional intensity in communications.
Light
Clean, bright shots with natural light, minimal background, and vibrant lime accents. Creates a sense of openness, energy, and modernity.
Medium shot with people
Gemini 3 (Nano Banana Pro)
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Prompt
A bright, sun-drenched lifestyle campaign photograph in a clean high-key style. Relaxed candid photo of [describe person or group, their action, nationality and setting briefly]. Minimal light-filled interiors and against near-empty white walls — casual gazes turned away from camera or a soft half-smile. Natural untouched skin with visible texture and a warm undertone. Strong natural daylight fills the scene with an overall cool grey, neutral tonality — the light itself reads clean and slightly cold, with gentle highlight bloom and soft halation, open airy shadows in desaturated cool lilac-grey / mauve-grey. Warmth appears only locally, as accents against the cold base: the warm skin tones, a few lime-green details, and a handful of warm spots in the background — the glow of a floor lamp, wooden surfaces, a warm-toned rug — never a global warm cast. Dynamic poses and unconventional framing. Eye-level framing, medium and waist-up shots with a few tight profile close-ups, shallow depth of field and a soft diffusion-filter look with faint fine film grain. Predominantly neutral-cold palette of whites, creams and cold greys, punctuated pointwise by a single lime-green and cobalt-indigo accent kept subtle. Aspirational, effortless, editorial tech-lifestyle mood. Use the reference only for its visual style. Do not copy the people, faces, poses, or composition exactly. Not a collage, no grid, no borders or dividers, no panels or split-screen.
Reference
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Close-up portrait
Gemini 3 (Nano Banana Pro)
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Prompt
A bright, sun-drenched lifestyle/editorial photograph in a clean high-key style. Close up face of [describe face and setting]. Natural untouched skin with visible texture, pores and a warm undertone. Strong low natural sunlight as the key/rim light, lighting the edge of the hair and skin with a warm glow and casting gentle halation and soft lens bloom. Overall cool, neutral tonality — the light reads clean and slightly cold — with open airy shadows in desaturated cool lilac-grey / mauve-grey. Warmth appears only locally, as accents against the cold base: the warm skin tones and hair rim, a few lime-green details, and occasional warm background spots (a floor lamp glow, wooden surface, warm rug) — never a global warm cast. Backgrounds range from richly furnished light-filled interiors to blown-out near-abstract cool planes, always softly defocused with real depth. Shallow depth of field, a soft diffusion-filter look with faint fine film grain. Predominantly neutral-cold palette of whites, creams and cool lilac-greys, punctuated pointwise by lime-green and cobalt-indigo accents kept subtle. Aspirational, effortless, editorial tech-lifestyle mood. Use the reference only for its visual style. Do not copy the people, faces or poses exactly. One single full-frame photo, not a collage.
Use the reference only for its visual style. Do not copy the people, faces, poses, or composition exactly. Not a collage, no grid, no borders or dividers, no panels or split-screen.
Reference
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Surroundings
Gemini 3 (Nano Banana Pro)
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Prompt
A bright, sun-drenched product photograph in a clean high-key editorial style in modern environment. [describe object]. Strong low natural sunlight as a hard directional key light rakes across the object, sculpting its form and casting a long, crisp shadow with a soft penumbra; gentle highlight bloom and faint halation on the brightest edges creating a moody, futuristic hi-tech atmosphere. Overall cool, neutral tonality — the light reads clean and slightly cold — with the background a smooth defocused plane or simple surface in desaturated cool lilac-grey / mauve-grey, airy and uncluttered with generous negative space. Warmth appears only locally, as accents against the cold base: a warm sunlit patch, a wooden or stone surface, never a global warm cast. Accurate material rendering — visible texture, real reflections and specular highlights true to the surface (matte, glossy, metal, fabric, glass). Shallow depth of field with the product sharp and the background washed soft, a soft diffusion-filter look with faint fine film grain. Predominantly neutral-cold palette of whites, creams and cool lilac-greys, punctuated pointwise by lime-green and cobalt indigo accents kept subtle. Aspirational, minimal, editorial tech-lifestyle mood. No people, no hands, no text, no logos. One single full-frame photo, not a collage.
Reference
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Dark
High-contrast shots with deep shadows and directional lighting.
Creates a more technological, expressive, and focused perception.
Medium shot with people
Gemini 3 (Nano Banana Pro)
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Prompt
A cinematic portrait of [describe person or group, their action, and setting briefly], shot in a minimalistic, modern environment with soft directional lighting and a cool color palette. The scene feels intimate and calm, with subtle highlights and gentle shadows. The composition focuses on the person and their interaction with a sleek smartphone, capturing natural, unposed emotion and realistic skin texture. Lighting resembles artificial indoor sources — soft lamps, screens, or neon reflections — creating a moody, futuristic atmosphere. Muted background with clean geometry and shallow depth of field. Colors dominated by cool blues, greys, and purples, with occasional bright accents like lime, yellow, or lavender. Photographed with a narrow field of view, cinematic framing, and balanced contrast. High-end editorial photography style, premium tech aesthetic, soft focus, realistic details, subtle reflections, and smooth tonal transitions. Use the reference only for its visual style. Do not copy the people, faces, poses, or composition exactly. Generate original subjects and remove all logos, branding, and text.
Reference
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Close-up portrait
Gemini 3 (Nano Banana Pro)
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Prompt
A cinematic portrait of [describe person or group, their action, and setting briefly], shot in a minimalistic, modern environment with soft directional lighting and a cool color palette. The scene feels intimate and calm, with subtle highlights and gentle shadows. The composition focuses on the person and their interaction with a sleek smartphone, capturing natural, unposed emotion and realistic skin texture. Lighting resembles artificial indoor sources — soft lamps, screens, or neon reflections — creating a moody, futuristic atmosphere. Muted background with clean geometry and shallow depth of field. Colors dominated by cool blues, greys, and purples, with occasional bright accents like lime, yellow, or lavender. Photographed with a narrow field of view, cinematic framing, and balanced contrast. High-end editorial photography style, premium tech aesthetic, soft focus, realistic details, subtle reflections, and smooth tonal transitions. Use the reference only for its visual style. Do not copy the people, faces, poses, or composition exactly. Generate original subjects and remove all logos, branding, and text.
Reference
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Surroundings
Gemini 3 (Nano Banana Pro)
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Prompt
A cinematic photo of [describe object], modern environment with soft directional lighting and a cool color palette. The scene feels intimate and calm, with subtle highlights and gentle shadows. The object is set against a completely simple, clean, and minimalist background. The focus is strictly on the subject. Lighting resembles artificial indoor sources — soft lamps, screens, or neon reflections — creating a moody, futuristic hi-tech atmosphere. Colors dominated by cool blues, greys, and purples, with occasional bright accents like lime, yellow, or lavender. Photographed with a narrow field of view, shallow depth of field, and balanced contrast. High-end editorial photography style, realistic tech textures, subtle reflections, and smooth tonal transitions. Remove all logos, branding, and text.
Reference
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Combining Graphics

Examples of usage
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